1. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CB Consumer Relationship Management 1

2. 2 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Detailed Look at Postconsumption Reactions

3. 3 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Complaining Behavior Occurs when a consumer actively seeks out someone to share an opinion with regarding a negative consumption event. ©ISTOCKPHOTO.COM/MARCUS CLACKSON

4. 4 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Complainer versus the Noncomplainer and Negative Word-of- Mouth

5. 5 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Handling Service Complaints Effectively Thank the guest for providing the information. Ask questions to clarify the issue. Apologize sincerely. Show empathy for the customer’s situation. Explain the corrective action that will take place. Do not give away the store Act quickly. Follow up with the customer after the corrective action.

6. 6 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Terrorist Consumers may retaliate with revenge-oriented behaviors. Rancorous revenge—a consumer yells, insults, and makes a public scene in an effort to harm the business in response to an unsatisfactory experience. Retaliatory revenge—a consumer becomes violent with employees and/or tries to vandalize a business in response to an unsatisfactory experience.

7. 7 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Word-of-Mouth (WOM) LO 2 Negative WOM Takes place when consumers pass on negative information about a company from one to another. Negative WOM Takes place when consumers pass on negative information about a company from one to another. Positive WOM Occurs when consumers spread information from one to another about positive consumption experiences with companies. Positive WOM Occurs when consumers spread information from one to another about positive consumption experiences with companies.

8. 8 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Switching Behavior Refers to the times when a consumer chooses a competing choice, rather than the previously purchased choice, on the next purchase occasion.

9. 9 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Vulnerability to Defections Based on CS/D Dissatisfaction does not always mean that the customer is going to switch.

10. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. consumer loyalty. 17

11. 11 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Customer Share Information for Two Coffee Shop Customers

12. 12 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Customer Inertia Situation in which a consumer tends to continue a pattern of behavior until some stronger force motivates him or her to change. ©ISTOCKPHOTO.COM/FRANK BOELLMANN

13. 13 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Customer Commitment A strong feeling of attachment, dedication, and sense of identification with a brand.

14. 14 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Antiloyal Consumers Those who will do everything possible to avoid doing business with a particular marketer.